| Green tea is a highly unpalatable prospect to the Indian taste even supposing the health benefits are tremendous and surpass those of any other kind of tea available in the Indian market. When Tata- Tetley contemplated launching green tea in the Indian market it was faced with several challenges.
The product needed to be visually appealing to the target market segment – the urbane health conscious consumer. It had to ensure that the taste appeal was right and matched the Indian pallate yet the health benefits were not lost.
A luminous shade of green was chosen as the predominant color- A shade that communicated the refreshing, tantalizing quality of the tea. The structural packaging was created to be a self-locking carton that cut down the need to transfer the product to preserve it. The Tetley green tea range was also extended to include flavored green tea and tealeaf packs.
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